BENGALURU: Aditya Birla Group’s online ecommerce portal Abof has integrated an AI-based system using visual imagery to personalise the experience for customers, enabling them to view products they are more likely to purchase.

The fashion portal claims to have achieved a 95% accuracy rate through this simpler level of image-mapping technology.

“In the 9 months since we have been live, we are working on improving the whole theme of personalisation. We ask our users to take a simple fashion personality quiz when they sign up.

Using their gender and their behaviour during the first few visits we personalise their fashion content feed, that’s how we started out. Now we have moved on to integrating visual-imagery tech through an AI-based system,” said Prashant Gupta, CEO of Abof.

According to Gupta, the usual practise in the fashion ecommerce industry is to push recommendations under ‘similar styles’ section using product attributes such as colour and a sub category such as dress or a type of dress.

Considering the broad range of styles and colours within sub categories, Gupta claims the resulting recommendations are not always accurate or relevant and often result in lower conversions. The platform offers two kinds of recommendations on the product detail page, similar styles and complete the look. The fashion portal is presently integrating AI technology provided by Streamoid Technologies. The tech player offers a computer vision based AI engine.